4.7customer management
duty13
CustManagement_w21_CW2workshop_v11.pptxMARK3114 Customer Management
Week 21
CW2 Support (Workshop 1)
Have You Registered Your Attendance?
2
5 Tips to Supercharge your Career in 2024
Email Campaign Calendar 2024
2024 Social Media Calendar
Coursework Two
Deadline: Wednesday 1st May 2024, at 11:59 am
Word Count: 1,500 words (+/- 10%) (1,350-1,650 words)
Weighting: 50%
Information in TABLES needs to be in bullet points, two-three words AND NOT in SENTENCES or PARAGRAPHS.
Section 1 (1,300 words; 85 marks)
THREE Smart Objectives
THREE Digital Strategies
THREE Marketing Metrics
Section 2 (200 words; 10 marks)
Conclusion
Report Presentation (5 marks)
` `1 111
9
Justification should be provided for each proposed objective, strategy and metric.
Organisation
Competitors
Market trends
Literature
We recommend minimum 20 good quality sources (academic & practitioner).
10
In order to be able to propose meaningful and outstanding digital marketing strategies, you should research your company, its competitors and industry.
Customer satisfaction
Customer commitment and loyalty
Customer value
Customer segmentation
Word-of-mouth & e-WOM behaviour
Customer experience
Customer engagement
Social media customer services
Digital CRM; Social CRM
Marketing automation
These are some of the key marketing constructs.
Try to integrate as many of these as you can into the discussion throughout Coursework 2.
12
Objectives are about “Where do we want to be in the future?” (such as “in 2 years time”)?
Informed by your discussion in Coursework 1, formulate three SMART objectives.
They should be relevant and meaningful for the chosen organisation.
What to achieve, by how much and until when?
Strategy is about how you plan to get there in terms of fulfilling the objectives set.
One strategy should be formulated for each objective; so a total of
three DIGITAL strategies.
How to achieve it?
15
Examples of SMART Objectives and Digital Strategies
What to achieve, by how much and until when?
How to achieve it?
How to achieve it?
What to achieve, by how much and until when?
This is about customer development.
What to achieve, by how much and until when?
How to achieve it?
What to achieve, by how much and until when?
How to achieve it?
Section 2 (200 words; 10 points) Conclusion
This section is a brief summary of your report, highlighting how your company would benefit from integrating digital CRM. This could be in relation to benefits to its customers (such as offering a higher value), or cost efficiency (due to marketing automation for example). Alternatively, you can discuss the key challenges the company can face in their digital CRM integration. The conclusion should be supported and logically draw upon the discussions in Section 1.
Presentation of Your Report
Title Page (Title of the report, Student number, Module name & code, Tutor name, Submission date, Word count) (NOT part of word count)
Table of Contents (NOT part of word count)
Sections 1 to 2: included in word count
Reference List (NOT part of word count)
Appendices (if applicable) (NOT part of word count)
Tables, Figures, Graphs within the main body (NOT part of word count)
Please use ‘1.15 lines’ spacing and 11 point Calibri (default).
Word count is for Sections 1 to 2. Title page, table of contents, organisation summary, reference list, appendices, tables, graphs and figures used within the main body of the report are excluded from the word count.
Report needs to be structured well, professional looking, clearly expressed points in English, adopt careful punctuation and appropriate use of paragraphs (including the choice of terminology, spelling and grammar), and Harvard referencing.
When submitting your report on Turnitin, please use this as your Submission Title: “your student number-MARK3114-CW2”
How Can You Fit All These Into 1,500 Words?
Tables & Graphs are excluded from word count. Feel free to turn some of your discussion (especially when you need to compare & contrast your company with its competitors) into a Table and use bullet points to structure the discussion. Such tables / graphs should be presented in the main body.
How To Fit 15 Citations in 1,500-Word Limit (An Example)
Harvey & Patel (2001) argue that customers expect financial benefits from their organisations, which is a similar view presented by Akinsola (2005). However, Bosak, Mann & Tahir (1995) and Guram et al. (2010) claim that this is not sufficient for a sustainable relationship development and the scholars highlight the role of emotions in relationship development. This has later been turned into a framework by Zhong (2019).
Brooke & Li (2001) argue that customers expect financial benefits from their organisations, which is a similar view presented by Baron (2005): “promotions make a significant impact in customer acquisition” (p.25).
66 words, 5 sources
25
Do You Know What Support Is Available for Your Coursework?
Learning Zone Assessment (Coursework 2) Folder
Only 64% Accessed CW2 Brief on Learning Zone!
Are You Preparing Yourself For a Fail?
Make Your Life Easy and Use CW2 Template on Assessment (Coursework 2) Folder on Learning Zone.
The structure in Exemplars is different than yours.
You’ll be marked against the criteria and structure asked in
YOUR BRIEF
so you must use Exemplars cautiously.
https://padlet.com/Nurdilek_Dalziel_1/CW2
This should be the first port of call for coursework related queries.
Padlet: Your Assessment SUPERMARKET
29
How to Access Padlet?
URL address:
https://padlet.com/Nurdilek_Dalziel_1/CW2
Learning Zone: Through Assessment (Coursework 2) tab
QR Code:
Student Checklist
Before submitting your work, we strongly recommend going through Marking Breakdown (i.e. Checklist) to ensure all key elements are included in your draft.
Final Note
We are looking for evidence that you have understood and integrated the MODULE CONTENT and are able to apply that knowledge to the construction of coherent arguments in the analysis of the organisation you have chosen to focus upon.
Module Textbook
32
Thank You
Any Questions?
